My favorite example of scrappy marketing comes from the Humane Society of Silicon Valley in Millbrae, California.
Just before Christmas of 2014, the shelter had taken in a little jerk of a dog—a Chihuahua named “Eddie the Terrible.”
Eddie was a handful. He snapped at other dogs. He didn’t like kids. He was socially awkward. And he had very specific sleeping demands—as in: as close to a human being as he could possibly press his small, yellow body.
So what does a shelter do with a dog like that? A dog that is anything but low-maintenance? A dog that will never pull Timmy out of the well, as Finnegan Dowling, the shelter’s social media ...